If it’s high time to get your piece of the eCommerce pie, you need content.
But copy-pasting someone else’s content calendar won’t do you any good.
What works for one eCommerce biz won’t work for another. Your eCommerce site is a unique little unicorn, and that means a cookie-cutter approach won’t work.
eCommerce content marketing has to fit with your product and audience. Follow these 6 content marketing approaches to give customers the content they crave.
1 - Blogging
If your eCommerce website doesn’t have a blog, you’re missing out on some easy wins with SEO.
First of all, blogging costs nothing but your time. And it’s a traffic magnet when you do it right.
Think about it: search engine users can stumble upon your website without knowing your brand at all. This free traffic is essential to boosting your brand awareness over time.
… And did we mention it’s basically free?
If you’re stumped for blog ideas, try:
Roundups: People love these. Mimic Buzzfeed’s style to curate other people’s content. It’s a fast way to create blogs and boost backlinks!
Sharing tips or hacks: Give readers new or interesting ways to use your products in everyday life. If someone could write a blog on the 29 uses for paperclips, you can make this happen. Apt2b also has a great blog!
Doing original research: This doesn’t have to be fancy. A simple SurveyMonkey or Google Form will get you where you need to go. Ask your email list to complete a survey about your industry. Share the results in a blog and watch people ogle over your genius.
Oh, and don’t forget your call to action (CTA). Always direct readers to the next steps, whether it’s reading another blog, downloading a freebie, or contacting you.
2 - Original photos
Don’t bore people with the same-old, same-old stock photos. What is this, 2011?
Your followers deserve to see beautiful, original images everywhere: your social media, website, and product pages.
The biggest challenge of online shopping is that customers can’t pick up and touch your products. How do they know if you’re a good fit for their hard-earned money?
eCommerce content marketing should rely heavily on visuals. But not just any visuals will do.
Take as many visuals as possible of your products. Try different angles, backgrounds, and poses for full effect.
If you’re hyperventilating at the thought of doing a custom photoshoot, don’t worry.
Videos are a must-have for your eCommerce content marketing.
Did you know that 71% of shoppers prefer video over other types of content? Plus, 72% of customers who watch videos are more likely to buy something.
Images are great, but videos are even better. You can tell a full story in very little time, and that’s why users love video so darn much.
Share video content like:
If you’re camera-shy, start a podcast! Just offer some kind of multimedia that isn’t a static image or text.
4 - Product buying guides
A product buying guide is sort of like a blog, but it’s much more in-depth. It tends to encourage clicks and conversions, too, which is always a plus.
Product buying guides help shoppers find gift ideas. The goal here is to make content that provides information, answers questions, and builds trust.
Follow these tips to write a badass product buying guide that stops thumbs:
Educate first, sell second. It’s a product buying guide, but that doesn’t mean people want a sales pitch. Focus on giving people gift ideas here, not spamming them with your product features.
Use tons of visuals. Remember how shoppers love images and videos? Add those suckers everywhere in your guide to boost engagement.
Make it relevant. Create buying guides for certain times of the year. That might be the holidays, Mother’s Day, graduation, etc. Search engine traffic spikes every year around these holidays from people looking for gift ideas. Don’t miss out on easy traffic!